Target: 55+near-retirees or retirees that are looking to buy a second home or a retirementhome in the tropics.

AudienceCharacteristics: This is the least tech-savvy generation and the navigationneeds to be easy to read and incredibly intuitive. Headlines and copy need tobe bigger so that they can be seen with bad eyesight. They tend to investcautiously and wisely. They are the baby boomer generation and the generationthat preceded it.

Brand characteristics:RetireTropic.com needs to be a very reputable brand. It needs to be the kind ofplace that you would trust put your money. The site needs to be expert and informative – the site will referencesober and honest perspectives about the risks of investing in specific regions.At the same time the site will present the aspirational benefits ofliving/retiring in specific countries.

RetireTropic.com also needs to represent the tropics. Itneeds to bring you back to a place where you feel like you can relax: that tripto Mexico, that Hawaii vacation, the beaches of Jamaica. The brand needs to manifestwhy retirees are looking to retire in the tropics – a better standard ofliving. Colors can be tropical but should not be over-the-top.

Site characteristics:The site needs to be very visual. Use of images will be critical. Also use ofthe space above the fold to promote featured properties will be key. The top header on sub-pages should not take uptoo much space so that more space can be made to feature content andinformation – see Kayak.com search results pages.

Wants

- trustworth
- elegant
- relaxing
- appealing to the 50+ crowd
- emotive
- classy
- horizontally oriented to not take up too much vertical height on the webpages
- must include the domain name in some way RetireTropic.com